Adobe launches Premiere Rush CC for YouTube creators

If you've been wondering what Adobe had in the works after laying Flash Player for mobile to rest, the wait is over. The outfit has unveiled the codenamed Project Primetime, the "industry's first fully integrated video technology platform" that will offer television-esque viewing sessions across your web-enabled devices. This tech plays nice with all "major" mobile platforms -- including iOS -- as well as desktop operating systems and smart TVs. Touting a workflow that pulls together streaming, content protection, analytics and advertising, the software will allow media providers to offer live and on-demand viewing on a number of internet-friendly devices. The first portion of Adobe's project, "Primetime Highlights," is available today for the iPad and showcases a video editor (pictured above) alongside the Auditude ad platform. Don't fret, though, support for other platforms is coming later in the year. While Primetime is on display for the first time at MWC, parts of the new tech will see daylight throughout 2012. If you're looking for some more details, hit the full press release below.

Update: We added a quick video demo from the Adobe Blogs below. [Thanks dude2k5 for the heads up.]

Project "Primetime", the Industry's first Integrated Video Content and Ad Service Across Devices, Promises to Accelerate Advertising Revenue

MIAMI, Florida and BARCELONA, Spain - Feb. 27, 2012 - At the IAB Annual Leadership Summit and Mobile World Congress, Adobe Systems Incorporated (Nasdaq: ADBE) today unveiled the industry's first fully integrated video technology platform, code named Project Primetime, to enable smooth, TV-like experiences for ad-supported videos across Web-connected devices. This new platform delivers premium video and ad content consistently across all major platforms,including Apple iOS, Google Android, desktop operating systems and connected TVs. Shown for the first time at these two major industry events, elements of Primetime will be available throughout 2012.

Primetime creates a single, end-to-end workflow that interconnects Adobe streaming technologies, content protection, analytics and optimization with the recently acquired Auditude video advertising platform. This integration enables premium video providers to give customers a superior viewing experience through seamless dynamic ad insertion into any content type, whether linear, live or on-demand across Web-connected devices. Adobe Digital Marketing Suite is integral to Primetime, ensuring that media companies are able to combine consumption and revenue data to personalize their content and ads.

"Adobe's new video technology platform is transforming the way video content and ads are being served and consumed," said David Wadhwani, senior vice president, Digital Media Business, Adobe. "Project Primetime gives media companies one solution to deliver and monetize their content seamlessly across tablets, mobile phones, TVs and PCs while delivering better consumer experiences over IP."

As part of the first phase of bringing the platform to market, Adobe is making "Primetime Highlights" available today. The new video publishing offering integrates a Web-based video clip editor with the Adobe Auditude ad platform enabling the industry's first single workflow for creating and monetizing live video clips in real time. Video publishers are able to deliver ad supported clips that are instantly available – even while an event is still ongoing – making content more timely and less expensive to produce. Clips can be delivered via an Adobe-provided video player within an existing mobile application or embedded in a web site. Primetime Highlights enables a viewing experience that is smooth and comparable to traditional TV broadcasts with seamless content and ad transitions. Video publishers can start publishing and monetizing video clips to the iPad today. Other platforms are expected to be supported in 2012.

Expanded support for standards; Industry certification Adobe Auditude has received the Media Rating Council's (MRC) accreditation of the Digital Video Ad Impression Statistics for ads delivered by its ad management and monetization platform. With this accreditation, customers can be assured that Adobe's methods for generating ad impression statistics are in accordance with industry-established guidelines published by the MRC.

Adobe Access 4 software will support native iOS apps, extending its existing support for desktop operating systems, Android apps and connected TVs. With added support for content using the HLS (HTTP Live Streaming) protocol for iOS devices, Adobe Access now enables premium video publishers to reach the broadest possible audience across devices with a single content protection workflow and infrastructure. Adobe Access, formerly known as Adobe Flash Access, already protects videos delivered across browsers and applications using RTMP and HDS (HTTP Dynamic Streaming) protocols.

Adobe streaming technologies will support MPEG-DASH, a set of emerging standards for streaming multimedia content over the Web that will help reduce technology fragmentation. Support for MPEG-DASH, which is expected to become a profile of HDS, comes as Adobe continues to collaborate in this area with a large number of industry partners. At the same time, Adobe will continue to innovate and develop its HTTP streaming protocol, HTTP Dynamic Streaming (HDS), which is used by major broadcasters worldwide.

Availability Primetime is being showcased to broadcasters and media companies starting today and is expected to be available in 2012 with support for Windows, Mac OS, Apple iOS, Google Android, Samsung SmartTVs and other platforms. The individual products and technologies of the platform continue to be available as separate offerings. Adobe Access support for iOS is expected to ship in spring 2012. For more information and a demo video visit the Digital Media blog.

Major components of Primetime - Adobe Auditude provides an ad management and monetization platform for high-quality advertising experiences, allowing publishers and media companies to increase the value of their content across connected devices, while also lowering operational costs.

- The Adobe Digital Marketing Suite is an integrated portfolio of analytics and optimization products that provide insight into the performance of digital marketing initiatives and allow marketers to personalize those initiatives for greater relevance and engagement.

- Adobe Pass verifies a user's entitlement to content in a manner that is both simple and secure.

- Primetime Highlights, Adobe's new video publishing offering, integrates a Web-based video clip editor with Adobe Auditude, enabling a single workflow for creating and monetizing live video clips on the fly.